Small-business Q&A: How to draw a mob bearing cash

Published 11:27 pm, Friday, April 20, 2012

Q. I just heard about the idea of a cash mob, and I'm wondering if it would be a good way of attracting business to my store. How does it work?

A. A cash mob is modeled after a flash mob, where people make plans via social media outlets such as Facebook and Twitter to get together at a particular place and time to take part in a social group activity like dancing. A cash mob is similar, but the idea is entrepreneurial: to help a local small business by increasing its cash flow.

Mob organizers nominate a local small business as the target and get the owner's permission. The date and meeting place are announced, but the target is usually kept secret until the day of the event. Mob members help spread the word and agree to spend at least $20 at the target business. The event then turns quasi-social because participants usually get together after the shopping spree at a bar or restaurant.

Organizers are typically not shop owners; rather, they are members of groups that have an interest in promoting business in their communities. But there are ways to increase your chances of being a cash mob target.

You'll have better luck if you're a highly visible and integral part of your community, which means participating at community meetings, serving on civic organization boards, attending events such as Chamber of Commerce luncheons and sponsoring youth sports teams.

You also can get together with other local businesses and let potential event organizers know you're interested in having a cash mob select your street or area.

Or nominate other businesses near you to get the community used to the idea of cash mobs. Next time they might select your shop.

If you're going to try to get a cash mob going in your neighborhood, it's a good idea to let your city officials know in case you need special permits or perhaps extra law enforcement to help with traffic and parking.